Screenvision Media has teamed up with Xbox to announce the national debut of two new cinematics that utilize immersive MX4D technology in select theatres. Xbox's advertisements will support the October 2 launch of open-world racing game Forza Horizon 4 and Xbox Game Pass, Microsoft's gaming membership. They are the first ads to utilize this technology to provide moviegoers a seat shifting, heart racing advertising experience.
MediaMation has launched its MX4D Esports Theatre concept for exhibition. Cinema owners are continually seeking new entertainment to engage patrons. With that in mind, MediaMation is planning to offer a scalable entertainment package that converts a new or existing MX4D theatre into an Esports gaming environment that can then be converted back to the MX4D theatre configuration.